Counterfeiting and Design-Driven Deterrents: Trust perceptions of anti-counterfeiting strategies for food and product packaging

Abstract

Premium international goods are sought after by quality-concerned Chinese consumers who are increasingly turning towards cross-border e-Commerce and social media platforms with the expectation to avoid local food safety scares. Online retail of foreign brands however, does not guarantee protection against fraud. Counterfeit products are now commonly placed and are marketed equally besides the genuine items exposing consumers to vulnerabilities and heightening their perceived risk prior to purchase. Products are forensically scrutinised on multiple levels of security and further judged on authenticity. Australian Small-to-Medium Enterprises (SMEs), which make up 97% of all Australia’s workf..